Why Digital Marketers Should Rethink Their Strategy Under the CCPA
The CCPA gives consumers the right to opt out of the use of their personal data for marketing purposes. Businesses and marketers alike should take this privacy law seriously. Not only to avoid fees but to protect their brand reputation – especially when it comes to digital marketing.
The CCPA should be a wake-up call for advertisers. It’s unlike any other privacy legislation that has been enforced in the U.S.
For years, consumers have filed lawsuits against major corporations and have petitioned for better protection of their personal information. Consumers don’t want their personal data leveraged without their consent and want unethical advertising practices to stop.
Lawmakers are hoping the CCPA forces businesses to rethink their internal data management procedures and advertising strategies.
Marketers have been leveraging personally identifiable information (PII) to their advantage for years. This information has helped shape the current digital marketing landscape. Serving up more personal information in targeted digital ads has helped increase revenue for many businesses but has also led to the crackdown on advertisers using personal information.
For this reason, the CCPA has rightfully created anxiety among many marketers and, unfortunately, there’s no workaround solution for CCPA compliance. Trying to do so will result in more harm than good. Instead, your focus should be on implementing effective compliance procedures and looking for new ways to advertise.
Think outside the box. Try investing in new technology resources, including targeting methodologies that don’t infringe upon consumer privacy. For example, certain tools and technology solutions allow you to capitalize on anonymous website traffic. Many of these solutions allow you to extract data in a way that promotes consumer protection while marketing your business. In this way, businesses can still effectively target prospects without having to access personal data from previous purchases or an existing database.
Major companies like Google are taking consumer privacy very seriously. As an acknowledgment of their belief that consumer privacy is an important issue, they recently announced the end of cookie-based tracking on their Chrome browser within 2-years.
There are currently 30 states with privacy regulation in the works. The movement to push more privacy laws across the country is being driven by large consumer advocacy groups. For businesses and digital marketers, this is a good opportunity to rebuild your digital marketing strategy for this changing environment.
Marketers still have time to get compliant with CCPA, since we are technically in a pre-enforcement grace period. This allows for operational adjustments until the rules of the CCPA are enforced on July 1.